Western Union Rebranding: A New Global Chapter

Posted on 05/17/2023 2 min read

Western Union, the world’s leading international money transfer company, has undergone a major rebranding. The project has been carried out in collaboration with the agency Love Street & Company.

The new Western Union logo maintains the colors, but is reborn with a fresh approach and a new look more bold for your overall identity. In this article, we’ll explore the ins and outs of rebranding, looking at changes to your logo, typography, design system, photographic style, and iconography.

The new Western Union logo: a symbol of solidarity and progress

This comprehensive rebranding strategy marks a significant milestone in the journey of Western Union, a company with a 172-year history. The brand looks towards a more unified and progress-oriented future, without losing sight of globality, since it operates in all parts of the planet.

The new Western Union logo: before and after

The new Western Union logo: before and after

The new Western Union logo: a symbol of solidarity and progress

The rebranding leaves us with a more contemporary redesign of the Western Union logo. Now, the “W” is transformed into a symbol, more simplified and bold.

The new Western Union logo: a symbol of solidarity and progress

The new Western Union logo: a symbol of solidarity and progress

By moving away from its old WU acronym and reintroducing its full name into the logo, Western Union is preserving the integrity of its brand identity while signaling a new era of growth and innovation.

As explained by the Love Street & Company agency: “Western Union is the world’s leading international money transfer solution, and the most accessible financial services company in the world; It is NOT a crypto-startup-unicorn-millennial-fintech-solution.”

This new logo not only embraces a more modern aesthetic, but also has a vocation to identify with Western Union’s commitment to be relevant in an ever-evolving financial landscape.

Western Union logo notch

Western Union logo notch

Stronger typography

In line with the general vision of rebranding, Western Union has chosen a typography style that strikes a harmonious balance between modernity and timelessness. The selected font, a resounding bold, which conveys confidence and clarity. The typography complements the logo, creating a cohesive and impressive visual identity at various points of contact.

A curious aspect is the notch in the upper right part of the W of the logo. An unfinished look, more expressive.

Stronger typography

Stronger typography

For headlines, the font is PP Right Grotesk, which gives it greater expressiveness. And for body text the choice is Roboto.

Design system: embracing the essence of Western Union

Love Street & Company has developed a comprehensive design system that encapsulates Western Union’s core values ​​and aspirations. This system provides a framework for consistent visuals and brand guidelines, ensuring a unified brand experience across channels and platforms.

By embracing the essence of Western Union, the design system serves as a roadmap for future growth and expansion of the brand.

design system

design system

Photographic style: capturing global connections and real moments

The rebranding effort also extends to the photographic style used by Western Union. The new images show authentic, diverse and real-life moments that reflect the global reach of the brand and the connections it facilitates. By featuring people from different backgrounds and cultures, Western Union reinforces its commitment to serving non-native global citizens and supporting their financial aspirations.

Exploring Western Union rebranding: discover its new design and strategy

Exploring Western Union rebranding: discover its new design and strategy

Iconography: simplifying communication and signage

Recognizing the importance of clear communication, Western Union rebranding incorporates a complete set of iconography. This set ensures that communication and guidance are efficient and accessible across different experiences. Thoughtfully designed icons facilitate intuitive navigation and enhance the overall user experience, both online and offline.

rebranding

rebranding

Conclusion

Western Union’s rebranding tour, led by Love Street & Company, represents a significant milestone in the company’s 172-year history. The new logo, typography, design system, photographic style, and iconography contribute to a unified, forward-thinking brand identity.

By embracing a global mindset and staying true to its core values, Western Union demonstrates its commitment to reinventing financial services for non-native global citizens.

 
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